Set it and Forget it.
Reducing driver distraction is a persistent challenge, particularly where smartphones are concerned. With many drivers relying on their phones for sat nav and music, even on familiar routes, traditional “switch it off” or “put it in the glovebox” advice no longer reflects real-world behaviour.
Set it and Forget it offers a solution: encouraging drivers to enable their phone’s native Driving Mode, which after setting it once, silences notifications on every journey.
Developed for real-life driving habits
This dual-format film (widescreen and mobile-first vertical) is built on the insight that distraction often starts with a ping. Even when the driver doesn’t pick up the phone, that moment of curiosity - the ‘who was that?’ effect – is enough to pull attention away from the road.
The campaign promotes the use of built-in features like Driving Focus (iOS) and Driving Mode (Android), which automatically activate when driving is detected and silence notifications. It also shows how drivers can configure their phones to auto-reply to messages (on Apple devices), setting a respectful boundary while staying connected.
Rather than relying on abstract risk messages, Set it and Forget it uses social framing, behavioural prompts and humour to reframe safe driving as smart, respectful and expected.
What’s included
Two video formats: A widescreen version for YouTube, cinema, offline presentations and display. Plus a mobile-first vertical version for use on social media, particularly Instagram Reels, TikTok, and YouTube Shorts
Branding: Add your logo to tailor the films for local delivery
12 month licence: Use the campaign across owned channels and share with local partners during the licence period
Designed for sharing and amplification
The campaign is structured to encourage broad amplification. Under the licence terms, organisations can share the films with local partners who also operate social channels – such as colleges, driving schools, radio stations, or community groups. These trusted voices can help normalise Driving Mode as part of everyday driving behaviour.
Set it and Forget it is also designed to complement employer-led fleet safety messages and can be used by road safety teams, police forces, fire services, and local authorities looking to extend the reach of distraction-reduction interventions.
Evidence-led, behaviourally designed
Developed using the COM-B model and Behaviour Change Wheel, the intervention combines behavioural framing (smart drivers set it once) with a simple one-time action: enable Driving Mode in your settings and let it run automatically from there. It removes friction, uses social modelling, and provides a practical how-to path to action.
Behind the unexpected storyline and stylised gangster tone is a serious message, backed by evidence and a clear logic model. It’s designed to be sticky, practical, and realistic - reflecting how phones are actually used by drivers in the age of vehicle connectivity.
Licence details
Cost: £875 per year
Includes: Full branding, two video formats, behind-the-scenes film, and supporting copy
Usage: Unlimited use during the licence period, with no expiry for content posted while the licence is active
Please contact james@co-pilot.org for more information.